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65 Marketing Software Statistics You Must See: 2021 Market Share & Data Analysis

A new version of this article, featuring the latest data and statistics, is available. Check out our report on Marketing Software Statistics for 2022.

Marketing has always had a love affair with technology, from the advent of radio to boob tube, to billboards and print ads. But even these technologies seem puny compared to the arrival of the internet, which change the whole paradigm of marketing altogether. Coupled with revolutionary design ideas and astounding computing and programming developments, marketing software has leapfrogged to territories unknown, accompanied by ubiquitous, connected devices and social platforms that have businesses and their marketers scrambling for ideas on how to mine these newfound sources of wealth. Here, we present data beyond marketing software market share. These and other marketing software statistics show you which way to go when deciding how to best harness these technologies for your own marketing campaigns.

key marketing statistics

1. General Marketing Software Statistics

The marketing automation software industry is poised for further growth, with the sector expected to reach a total value of $14.15 billion by 2024 at a CAGR of 19.2%. This is seen to be partly fueled by factors such as increased spending on marketing services and companies’ increased investments in Internet marketing. Also seen to influence this market growth is the uptick in Internet penetration and the number of social media users. Also, the demand for better customer experience has resulted in businesses investing in marketing automation software.

  • $14.15 billion – The estimated total value of the marketing automation software market in 2024 (ResearchAndMarkets.com, 2019).
  • The marketing automation market is seen to grow at a CAGR of 19.2% from 2019 to 2024 (ResearchAndMarkets.com, 2019).
  • $651 billion – Projected total growth for the global ad marketplace in 2021 (Adgate, 2020).
  • Around 54% of emails are spam (Shcherbakova et al., 2020).
  • China’s advertising spend is projected to reach 75.7% in 2021 (Wieser, 2019).
  • 68% of chief marketing officers expect significant outlays in technology to increase (Wieser, 2019).
  • 38% of brand marketers are already using IoT or connected devices as part of their marketing stack in 2019 (BDO UK, 2020).
  • 26% of global marketers expect their marketing technology budgets to increase by 11% to 15% over the next 12 months (BDO UK, 2020).

2. AI-Driven Marketing Statistics

Arguably the engine behind the growth in marketing software market size, artificial intelligence (AI) may well unlock the final pieces of the marketing puzzle, the key that connects many if not most of the developments trending in the marketing industry. If you are wondering how AI could help your marketing become more effective, you can turn to how the savviest marketers leverage AI to inform them about which content gain more followers and piques more interest in social media, along with which days and the time to post the content and on which platform—Facebook, Instagram, Twitter and the like. With more money pouring into marketing software research, AI can take care of automating the posting and provides the metrics and analytics for each activity, allowing you to measure the effectiveness of the campaign and relate it to your ROI.

  • 40% of digital transformation and 100% of IoT will be supported by AI (Press, 2017).
  • $1.8 trillion – The estimated amount of money that insights-driven businesses will take from their less-informed peers by 2021 (Hopkins et al., 2018). 
  • 43% of Millennials are willing to pay for a hybrid-bot customer service channel (PwC, 2017).
  • $1 billion – Netflix’s total savings from using machine learning to make personalized recommendations (Bughin et al., 2017).
  • $14 trillion – The estimated additional revenue that AI is seen to create by 2035 (Purdy & Daugherty, 2018).
  • 11% of B2B marketing and sales professionals are not using AI (DemandBase, Salesforce, & Demand Metric, 2019).
  • 71% of marketers are interested in using AI for personalization (EverString, 2018).
  • 70% describe their customer engagement as data-driven (Salesforce, 2020).
  • 59% of B2B marketers expect to utilize AI in prospect identification (EverString, 2018).
  • The global artificial intelligence market size is expected to grow at a compound annual growth rate (CAGR) of 42.2% from 2020 to 2027 (Grand View Research, 2020).
  • Global spend on AI is projected to double in the next four years from $50.1 billion in 2020 to over $110 billion in 2024 (IDC, 2020).
  • The average use, planned use, and projected growth of AI use cases have increased 257% in the last two years (McGinnis, 2019).
  • With 3.6 billion people using social media like Facebook, Instagram, and Twitter, these platforms rely on AI to make sense of unstructured data (Tankovska, 2020).
  • 84% of marketers used AI in 2020 (Blitzer, 2020). On the other hand, 31% of businesses are planning to invest in AI (Adobe & Econsultancy, 2020).

Most Popular Marketing Software

  1. HubSpot Marketing. A popular all-in-one marketing solution that tackles automation, lead management, content management, and social media monitoring. Learn more about this product in our HubSpot Marketing review.
  2. Pardot. A popular B2B marketing automation software that comes with functions for lead generation, sales alignment, and email marketing. For more information, check this in-depth Pardot review.
  3. monday.com. A collaboration and communication system that can be configured to map out marketing campaigns and streamline sales pipelines. To learn more about this product, see this monday.com review.
  4. Marketing Creatio. A CRM tool with an intuitive multi-channel marketing module that can support email marketing, content marketing, as well as lead nurturing. Check out its complete feature set in this Marketing Creatio review.
  5. TUNE. A marketing platform for managing partner programs but also offers tools for campaign optimization, email management, and lead generation. Learn how else this product works in our TUNE review.

3. Marketing with Chatbots Statistics

Chatbots seem to counter marketing software push for a more personalized approach and for a clear reason: these bots are more eager, faster, and more persistent than their human counterparts to engage customers in conversation. With more than 1.4 billion people already interacting with chatbots (Suthar, 2018), it is no wonder that marketers are turning a sharp eye on these denizens as vehicles for their marketing campaigns. The fact that customers are not averse to the whole idea works in their favor too:

  • 85% of businesses in Brazil have been found to message businesses in the last three months (Facebook IQ, 2018).
  • 67% of people say their messaging has increased in the last two years (Facebook IQ, 2018).
  • 80% of adults message daily (Facebook IQ, 2018).
  • 78% of smartphone users around the world are seen to message every month by 2021 (Facebook IQ, 2018).
  • 20 billion – The total number of messages exchanged on messenger each month (Facebook IQ, 2018).
  • Over 59% of users say messaging businesses provide them with faster response times (Facebook IQ, 2018).
  • 64% of people around the world say they are always messaging (Facebook IQ, 2018).
  • 24% of ecommerce companies worldwide are looking to employ AI chatbots (SearchNode, 2021).
  • There are over 300,000 active chatbots on Facebook (Johnson, 2018).
  • 73% of customers prefer to talk with Facebook Messenger bots through live chat than with human agents (Asli, 2018). In another survey, 54% of respondents said that they would always choose to interact with a chatbot than a human representative if it saved them 10 minutes (Brown, 2018). 
  • Sales, financial services and customer service could save $174 billion through chatbots (Oracle, 2017). Banks are estimated to save $7.3 billion globally by 2023 in operational costs by using chatbots (Juniper Research, 2019).
  • Bots are already making the grade on Facebook Messenger. Its Discover platform populated by bots is its major source of income. Advertisers and their bots compete with one another, but Messenger has the last say on which ones can eventually stay (Asli, 2018).
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Top 5 Industries Using Chatbots (2017-2019)

Top 5 Industries Using Chatbots (2017-2019)
Real Estate: 28

Real Estate

%
Top 5 Industries Using Chatbots (2017-2019)
Travel: 16

Travel

%
Top 5 Industries Using Chatbots (2017-2019)
Education: 14

Education

%
Top 5 Industries Using Chatbots (2017-2019)
Healthcare: 10

Healthcare

%
Top 5 Industries Using Chatbots (2017-2019)
Finance: 5

Finance

%

Source: Collect.chat

Designed by

4. Interactive Video Marketing Statistics

One of the least hyped marketing software facts is how interactive videos are finding their way in emails, social media posts, websites, and blogs. At this early stage, 90% of Americans believe that content will be better in 360 video than standard formats, and as much as 98% think they are more exciting (Covarrubias, 2017). People are simply captivated by the novelty of being able to navigate the area presented in the video as if they were there themselves. For their impressive early returns and yet still largely unexplored promise, interactive marketing videos will radically transform, perhaps even disrupt, the marketing landscape. People who view them tend to finish the whole video, resulting in a higher commitment and return on investment.

  • 85% of companies use video as a marketing tool (Wyzowl, 2020).
  • 100% – The yearly rise in mobile video consumption (Insivia, 2018).
  • 84% of consumers say they are convinced to buy a product or service after watching branded videos (Wyzowl, 2020).
  • 1.8 million words – The equivalent of a 1-minute video to audiences (Harrison, 2016).
  • 2+ – The number of videos that 73% of marketers create every month for social media marketing (O’Neill, 2018)
  • Video will make up 82% of global Internet traffic by 2022 (Barnett et al., 2018).
  • 83% – Percentage of video marketers who said that video helped them get leads (Wyzowl, 2020).
  • 5 million years – The time it would take an individual to watch videos that will cross global IP networks in 2021 (Cisco, 2017).
  • For these remarkable results, the use of interactive videos for marketing is already gaining acceptance, with such brands as IBM, Honda, Samsung, and Johnnie Walker among the early adopters (Omnivirt, 2021).
  • Interactive video content generates 2x more conversions than passive content (DemandMetric, 2014).
  • 79% of marketers say that interactive content has reusable value, creating repeat visitors, and multiple exposures (Zingerline, 2016).
  • Interactive content generates four to five times more page views than static content (Seghal, 2017).

5. Personalized Marketing Statistics

As more people, especially the younger generation, become more willing to share personal information, companies are able to offer recommendations that better match their customers’ preferences. At the heart of this development is a more powerful artificial intelligence software, with more capable computer hardware able to support more sophisticated algorithms. More than 96% of marketers already see the value of personalized marketing (Quicksprout, 2018), with multiple case studies and concrete results to support it. As for consumers, the attitude towards sharing personal information, as already noted, is showing some positive signs:

  • 80% of frequent shoppers say they only shop with brands that personalize their experience (Accenture, 2018).
  • 91% of consumers are more likely to purchase from brands providing relevant recommendations and offers (Accenture, 2018).
  • Consumers are 40% more likely to view recommended items based on information shared with the brand (Sweeney, 2018).
  • 80% of consumers are more likely to buy a product or service from a company that provides a personalized experience (Sweeney, 2018).
  • 92% of consumers are influenced by personalized shopping cart recommendations (Instapage, 2019).
  • 79% of customers engage only with offers that are customized to reflect their previous interactions with the brand (Vrountas, 2019)
  • 47% of customers will go to Amazon if the brand they’re shopping with does not offer relevant product recommendations (SmarterHQ, 2019).
  • 89% of digital companies are investing in personalization (Witcher, 2018).
  • Many eCommerce establishments are already ahead in enhancing customer experience, some combining the agility of chatbots with consummate regards for customer personalization on online stores (Vrountas, 2020).
  • 92% of marketers say personalization highly or moderately improves brand building (McGinnis, 2019).
  • 74% of online consumers get annoyed by websites when ads and other offers that have nothing to do with their interests suddenly pop up (Vrountas, 2019).
  • Among best-in-class B2B content marketers, 25%  revisited their customer/buyer personas in response to the pandemic (CMI, 2021).

Personalization in Marketing (2019)

Customers' Preferences and Marketers' Perceptions

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Source: Salesforce

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6. Voice Search Marketing Statistics

Smartphones, Google Home, and Amazon Echo are pointing marketers to voice search as a legitimate avenue to increase their sales if current marketing software data is to be believed. While voice-activated devices have always piqued the interest of technology buffs and are a staple of science fiction, it is only now that it has achieved an amazing level of precision (Coleman, 2018), consequently earning the attention of marketing people.

  • 15% of consumers have made at least one voice purchase using a voice-controlled device (Walker Sands, 2019). 
  • In 2017, 20% of voice-based orders involved grocery shopping (OC&C Strategy Consultants, 2018). In the next five years, over half of consumers expect digital assistants to help them with retail purchases (Microsoft, 2019).
  • 77% of parents who own voice-activated speakers have planned to shop using those devices (Google/Peerless Insights, 2017).
  • Voice assistant users spend 3% of their disposable income through voice search assistants (Capgemini, 2018).
  • 18% – The forecast increase in consumer spending using voice search assistants by 2022 (Capgemini, 2018).
  • While text search still reigns supreme, voice search is slowly and surely making inroads, with experts predicting that in 2020, 50% of all searches will be via voice search (Sentance, 2018).
  • By 2024, there will be 8.4 billion digital voice assistants worldwide (Statista, 2020). Also, the growth rate for the global smart speaker market is projected to be at 21% in 2021 (Canalys, 2020).
  • By 2022, the global smart speaker revenue is projected to reach $24.7 billion (Loup Ventures, 2019).
  • About one-third of Americans (34%) who have a smart speaker live in households earning more than $75,000 a year (Auxier, 2019).

Keep tabs on insights that matter to your business

So which of these marketing developments are on your immediate sights and plan of action? If you have a considerable business war chest to play with, it’s easy to go with marketing platforms that offer the most powerful AI among its features, if only to provide more meaningful interactions with leads or customers and gain unparalleled business intelligence into your operations.

Employing chatbots will be your main option if you are more of a social media marketer and especially if Facebook and Instagram are your channels of choice. Bots are getting quite competitive there (as many marketing software charts will show you), and you want the best that technology can offer when you join the fray. Many of the top live chat apps already employ a chatbot.

More ingenious marketers will probably go for voice search-driven content and take it from there. They can use tools for search marketing to fortify their organic positions. Enhanced personalization is more in the territory of technical experts, though nothing stops anyone from trying the technology for their enterprises. It’s a solid technology too, with proven cases to support its standing.

Whatever your choice, you have to look carefully into the nature of your business and the best software for the budget that you can work with, with clear options to scale any which way you want as your business also picks up.

 

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James Anthony

By James Anthony

A senior FinancesOnline writer on SaaS and B2B topics, James Anthony passion is keeping abreast of the industry’s cutting-edge practices (other than writing personal blog posts on why Firefly needs to be renewed). He has written extensively on these two subjects, being a firm believer in SaaS to PaaS migration and how this inevitable transition would impact economies of scale. With reviews and analyses spanning a breadth of topics from software to learning models, James is one of FinancesOnline’s most creative resources on and off the office.

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